Meet Jenny Liu, the founder of one of Singapore’s largest and most successful eyelash extension businesses. With a passion for beauty and a keen eye for detail, Jenny has transformed her love for the industry into a thriving enterprise that stands out in the competitive beauty market.

Known for her commitment to quality and customer satisfaction, she has built a loyal clientele and expanded her brand to become a trusted name in eyelash extensions. Jenny’s journey is a testament to the power of dedication, innovation, and the drive to make a lasting impact in the beauty industry.

What inspired you to create J.Lashes and how did you enter the beauty industry?

I am from Taiwan, and I came to Singapore many years back. When I arrived, I noticed that the eyelash extensions here were applied in large sections, unlike the individual lashes used in Taiwan. I thought this was quite different from the fashion trends in Taiwan. Since I’ve always been passionate about beauty, I decided to try it out here.

In Taiwan, lashes are applied one by one, and they have a layered effect. So, I started applying this technique in Singapore, and people really liked it. I became more and more interested in the business. It was very rewarding, and I began to learn more about different eyelash styles.

J.Lashes places a strong emphasis on the health of natural lashes. How do you ensure that each extension maintains lash integrity?

We pay close attention to the natural growth of the lashes because if you neglect the natural growth cycle, it can affect the lashes in the long run. For instance, in Singapore, some eyelash extensions are applied directly to the skin or in clumps, which is not ideal.

Each lash has its own growth cycle, and if one lash is attached to others, it can pull on them and affect their natural growth. Some lashes may fall out or hair follicles may even die. That’s why when we do eyelash extensions, we focus on the comfort and health of each client’s lashes.

We ensure a safe distance of about 1mm from the skin, which helps the lashes feel comfortable and not cause irritation, even when blinking. These are key points we emphasise for both comfort and health.

What were the biggest challenges you faced in founding J.Lashes, and how did you overcome them?

The biggest challenge for me was training new staff because I had to teach them from scratch, like how to apply the lashes, adjust for different eye shapes, and understand the customer’s facial features. This process takes a long time. At the beginning, I was the only one who knew how to do it, so I had to teach each person slowly and step by step.

Along the way, we also faced challenges like dealing with competition or negative feedback. Some people might spread rumours or leave bad reviews, but I focused on doing what I believed was right and didn’t let that affect me.

Also, during COVID-19, our business was badly hit and we continued to pay our staff full salaries even though we could not open for business. It was very draining on our financial resources but thankfully we were able to overcome these challenges by not giving up and also because we received assistance from the government.

When serving customers, we don’t just do their lashes; we also educate them. We explain the natural lash growth cycle to them and discuss why lashes may fall out or why they might not last as long.

How do you educate your clients about lash health and the importance of proper aftercare?

When serving customers, we don’t just do their lashes; we also educate them. We explain the natural lash growth cycle to them and discuss why lashes may fall out or why they might not last as long. We also teach them when to avoid water or how to maintain their lashes.

We take photos before the procedure to show them how their lashes look and explain the process. This way, they learn about their lash health and maintenance. Our long-term customers have a good understanding of their lash health and can even talk about the growth cycle and proper care themselves.

What trends are you seeing in the eyelash industry, and how are you adjusting your business to stay competitive?

After the COVID-19 pandemic, many people shifted toward more natural-looking lashes. We are continuously updating our offerings to meet customer preferences. For example, we are introducing a lighter, more comfortable lash style. We adjust according to the latest trends and, most importantly, our customers’ preferences, ensuring their lashes are customised to suit their individual needs.

What makes J.Lashes different from other eyelash salons?

At J.Lashes, we don’t just offer lash extensions—we offer a luxury experience. Our loyal clientele, many of whom have been with us for years or even from the beginning, understand the value of premium quality and trust us to deliver it. From using only the finest Japanese glue and Taiwanese lashes to meticulously controlling temperature and humidity for optimal results, we ensure every detail is perfected.

Additionally, our stylists craft each set to complement the client’s unique face shape and lash angle, creating a truly bespoke look. This level of personalisation, combined with our commitment to excellence, sets us apart—it’s not just about lashes, but about trust, consistency, and knowing you’re getting the best every time.

What are your future plans for the business? Are you considering expanding into other beauty services or products?

For now, we’re focusing on eyelashes. Some eyelash salons add other services like nail care or slimming treatments, but we are specialising solely in lashes. However, we are planning to launch our own eyelash-related products under our own brand in the future.

Where do you see yourself and what’s your vision for Singapore in the next five years?

We hope to expand through franchising, especially with our experienced staff leading the way. Our goal is to offer more opportunities for our pioneer staff to work with us and grow.

For Singapore, I hope the eyelash industry becomes more mature, with a greater focus on lash health, so customers don’t suffer from damaged eyelashes.

Connect with Jenny: J.Lashes and Instagram.

J.Lashes

111 Somerset Rd, #02-02/03, Singapore 238164

Editor’s note: Interview conducted in Mandarin and translated to English.